Table 6.

Premiumness classification ¹ (see footnote for equation) given to each level (1, 2), within each attribute (package, ingredient, channel) which makes an element for chocolate with the data divided for country (Australia, China), age group (25–44, 45–54, ≥55), sex (male, female). A high positive value indicates the consumer considered the element to be more premium within the attribute compared to other options and conversely negative values indicate less premiumness.

	Country:	AUSTRALIA						CHINA
	Gender:	Male			Female			Male			Female
	Age Group:	25–44	45–54	≥55	25–44	45–54	≥55	25–44	45–54	≥55	25–44	45–54	≥55
	Number of Respondents:	136	44	66	155	49	78	144	40	15	143	40	14
Attribute:	Levels:
PACKAGE	Individual wrap	0.42	0.80	0.56	0.64	0.68	0.68	0.52	0.68	0.42	0.64	0.59	0.80
	Gift pack	1.38	2.38	1.22	1.50	1.81	0.86	1.05	0.81	1.14	1.08	1.19	0.84
INGREDIENT	Made from wild bush grown cocoa beans that provide the maximum health benefits from antioxidants	0.52	0.20	0.56	0.72	0.68	0.73	0.31	0.45	0.49	0.35	0.27	0.42
	Australian cocoa beans blended with all Australian ingredients for a premium chocolate	2.01	2.03	2.35	2.14	2.22	2.74	0.14	0.20	0.13	0.33	−0.05	0.11
CHANNEL	Available at all stores where food and beverages are sold	1.07	1.06	1.30	1.04	1.18	1.26	0.05	0.21	0.03	0.16	0.00	0.36
	Available in the supermarket	0.92	1.34	1.34	1.02	1.48	1.50	0.57	0.33	0.69	0.57	0.61	0.35

¹ Premiumness classification = k0 + k1 (Element 1) + k2 (Element 2) + … k36 (Element 36). Where k0: constant and k1–k36 elements are concepts listed above within attributes. k0–k36 are the partial coefficients which are calculated in the equation and add up to zero.